After years of questions about how it will make revenue, Pinterest’s roadmap to monetization is becoming more clear. The company announced today that its Promoted Pins program, which it made available in beta to certain brands eight months ago, has performed “just as good and sometimes better than organic Pins,” and it will make the program available to all advertisers on January 1.
Pinterest claims that brands who participated in the Promoted Pins beta program saw a 30 percent increase in “earned media” — or the amount of people who save a Promoted Pin to one of the boards. Promoted Pins are repinned an average of 11 times, the same as a normal pin made by one of the site’s users. Furthermore, Promoted Pins continued to get more pins in the month after a campaign, or a 5 percent increase in earned media.